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The psychology of language for PPC
Sophie TurtonDigi ta l Market ing Manager | Bozboz | @turtonsophie
THERE ARE MANY FACTORS THAT IMPACT THESUCCESS OF YOUR PPC CAMPAIGNS
TODAY WE ARE GOING TO FOCUS ON
I WANT YOU TO LEAVE WITH THREE THINGSTHE
UNDERSTANDING
THAT LANGUAGE IS YOUR MOST
POWERFUL ASSET
SOME TRICKSTO GET THE MOST
OUT OF IT
THE INSPIRATION
TO BE CREATIVE
WHO– YOU ARE TALKING TO
WHAT– YOU WANT THEM TO LEARN FROM
YOUR MESSAGE…AND THEN DO WITH IT
WHY– THEY SHOULD CARE
POWERFUL COPY CONSIDERS
START WITH THE WHY
THE TIME HAS COME TO BREAK THE HABIT
OFGENERIC PPC COPY
FOREVER
WELCOME TOPSYCHOLOGY 101
LESSON #1THE SERIAL
EFFECT
“WE ARE MORE LIKELY TO RECALL
THE FIRST AND LAST PIECES OF
INFORMATION WE SEE”
INCLUDE KEYWORDS
SOLVE A PROBLEM
TARGET THE ISSUE AS WELL AS THE SOLUTION
MIRROR AN OBJECTIVE
INCLUDE THE INFORMATON YOUR
AUDIENCE WANTTO KNOW
LESSON #2EMOTIONALTRIGGERS
“Emotions greatly influence and, in
many cases, even determine
our decisions.”
- Psychology Today -
Perry Marshall’s Swiss Army Knife Method
- Identify your customers- Identify a thing your customer loves
- A thing they hate- Their best friend
- Their worst enemy
FOCUS ON YOUR CUSTOMER’S END GAME
APPEAL TO THEIR SENSE OF ENTITLEMENT
LESSON #3SOCIAL PROOF
“70% OF CONSUMERS PLACE PEER
RECOMMENDATIONS OVER PROFESSIONALLY WRITTEN
CONTENT”
- STUDY BY REVOO -
MAKE SURE GOOGLE REVIEWS
IS ATTACHEDTO ADWORDS
USE STRUCTURED SNIPPETSTO INCLUDE REVIEWS
LESSON #4LOSS
AVERSION
“MOST PEOPLE WOULD RATHER AVOID LOSS
THAN ACQUIRE GAIN”Kahneman, D. & Tversky, A
INSERT SOME FORMOF URGENCY
ADS THAT USE A SENSE OF URGENCY HAVE UP TO 32% INCREASE IN CTR BY ADDING A COUNTDOWN TIMER
LESSON #5ILLUSIONARY
TRUTH EFFECT
THE TENDENCY TO BELIEVE INFORMATION TO
BE CORRECT AFTER REPEATED EXPOSURE
- Villanova University &Temple University -
CREATE A CATCHYCALL-TO-ACTION THAT
MAKES YOU STAND OUT AND THAT PEOPLE WILL RECOGNISE WHEN YOU USE IT TIME AND AGAIN
BONUS LESSON:DARE TO BE DIFFERENT
THE BIZARRENESS EFFECT PROVES
PEOPLE REMEMBER THE UNUSUAL OVER
THE COMMON
JUMP ON TRENDING TOPICS –BE SMART AND SASSY
USE THE LANDING PAGE TO CONTINUE
THE STORY
GET CREATIVE WITH YOUR KEYWORDS
ADD A LITTLE HUMOUR
KEY TAKEAWAYS
THANK YOU
SOPHIE TURTONDIGITAL MARKETING MANAGER